Worksheets

5 Steps to Optimizing Your Marketing Automation Instance Having a well-run marketing automation (MA) platform is essential for successfully executing on nearly all of your marketing initiatives. In fact, an MA that hasn't been optimized in years will most likely be filled with poor data and degraded programs, all of which will limit the efficiency of your demand generation programs. In that case, here are five steps for optimizing — and possibly migrating — your marketing automation platform. First, determine whether or not it makes the most sense to clean up your existing instance or start fresh with a new one. If you've been using the same instance for several years — with no consistent management processes or documentation in place — there may be dozens or even hundreds of underlying dependencies, such as extraneous fields and outdated assets. Setting up a new instance can help get rid of the clutter. As they say, preparation is key to success. Perform a thorough audit of your current instance or instances, including fields, programs, data quality, your archival process, and so on. Evaluate your assets and templates for emails, landing pages and forms, and determine what stays, what needs to be updated, and what goes. Next, establish a data model. If you're moving to a new instance, review and refine your current model. If you're consolidating, discuss business priorities that may impact the new data model you plan to build. Define roles and responsibilities so everyone understands their part in making the project a success. © 2020 DemandGen® International, Inc. All Rights Reserved. Evaluate 1 Prepare 2 Be sure to maintain a single system of record — Google Sheets, Box, or OneDrive — to simplify and streamline stakeholder collaboration. Pro tip If you have multiple instances, it's important to consider consolidating them onto a single instance to streamline management and reduce costs. Pro tip

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